2) Hook Them – Once the stakeholder finds information, your goal is to hook them-Get them to subscribe to receiving regular updates (in any format – email, Facebook, Twitter, text)-Agree to ongoing relationship with you rather than one-off (otherwise you can’t reach them again)

3) Engage Them – Once hooked, you have to engage them -Provide regular compelling content-Provide personalized, relevant content that they care about-Engage with community – two way conversation, ask for feedback-Don’t overengage, spam, etc

4) Action – Once engaged, move them to the action you want (tied to mission)-Ask them to help out (citizen corp)-Ask them to do a gov’t activity (pay DMV renewal online, replace batteries in radon detector, apply for gov’t jobs)-Ask them to participate in a challenge-Ask them to share content (via social media channels and more)